Effective CI/CD Setup to Accelerate Media Services Rollout Time by 60%

The rapidly changing landscape of consumer video consumption

Online video consumption has been increasing tremendously with a rapid change in consumer expectations to have a seamless viewing experience across various digital devices. To capture this growing demand, it is critical for DSPs to deliver fast-track rollout of NextGen media services.

However, DSPs are facing major challenges in orchestrating and managing rollouts of innovative features, converged live TV and curated media services within a short span of time. This complexity further increases when DSPs need to cater to multiple geographies.

Unlike OTT players, DSPs have been limited with extremely long development and rollout timelines for new services and offerings. Primarily because of the enormous amount of vendor-specific hardware and software applications that do not support rapid changes.

An effective continuous integration and continuous deployment (CI/CD) approach enable DSPs to achieve same innovative services and delivery agility that OTT providers are offering to stay competitive. This insight talks about different enablers that will help DSPs in adopting an effective CI/CD setup for faster rollout of NextGen media services. Implementing these enablers would further ensure high-quality, right first time and consistent right delivery of media services across multiple geographies and drastically cut down on the product’s time to market.



  • Lakshmiprasad A
  • Vijay Ramachandran
  • Sumit Thakur

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